Deodorants - Brazil - July 2014

"While expanding the scope of advertising to cover other occasions of use is important to give relevance to Motionsense technologies, a clear communication and consumers' usage tests can help better address concerns with non-staining formulations."

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The Consumer – Interest in Innovation

One third of Brazilians are willing to pay more for innovations in non-staining formulations, wetness and long-lasting protection

Figure 16: Interest in innovation, January 2014

While interest in alcohol-free formulations is higher among young women, moisturizing formulas are likely to appeal to middle aged ones

Figure 17: Interest in moisturizing and alcohol-free formula, by age group, January 2014

Despite its limited appeal, products with functional benefits are more likely to resonate among users in the Northeast

The Consumer – Attitudes towards the Purchase of Deodorants/Antiperspirants

Key points

Price and effectiveness are closely related for more than one third of Brazilians

Figure 18: Attitudes toward the purchase of deodorant/antiperspirant, January 2014

Figure 19: Agreement with the statement “Higher priced deodorant/antiperspirants are more effective (eg longer lasting perspiration protection) than cheaper products”, by gender and age group, January 2014

Brand loyalty is higher among ABs and women

Figure 20: Agreement with the statement “I prefer to use the same brand of deodorant/antiperspirants”, by gender and socioeconomic group, January 2014

Women are more likely than men to feel clean and refreshed by using deodorants